By their nature, hospitals are fast-paced environments that can induce some stress in the people who work there. Often, the roles taken on by people saving others' lives are somewhat thankless.

For this reason, Penn Medicine's Center for Digital Health created "High Five," a web-based recognition system that enables staff members to easily use social media-style memes and humor to compliment each other on anything from the routine to the extraordinary.

The Center for Digital Health -- which studies how things like the internet and other digital technology affect our health -- began exploring whether a web-based platform would be feasible in health care in 2016.

The designers believed that making it easy for staff to quickly send out a nice message in a way that is now second instinct to many would increase positive interactions and potentially serve as a tool to combat burnout.

"Keeping it fun and light was us trying to build on what folks already do naturally on social media and via texting," Lee explained. "Humor and levity can organically incentivize folks to connect and support each other. So we thought it made sense to capitalize off of that natural inclination when we were trying to build an opt-in recognition system."

High Five, named for the congratulatory gesture, is usable across multiple devices and easily accessible through a webpage that clinicians could reach as if they were working on electronic health records. Each person can search for and select a colleague from the health system, then pick from a variety of memes or GIFs containing positive phrases that were congratulatory or humorous.

The images draw from pop culture or are health-themed and some are the same as memes used commonly on social media. In addition to the images, each message could also be personalized by an accompanying text written by the user. A reply function was also added shortly after launch.

High Five has expanded since it was launched in 2016 into several different areas at Penn Medicine such as other emergency departments, Women's Health, Pharmacy, and an intensive care nursery, among others.

Users now hail from all 20 academic departments within Penn Medicine, and 32 percent of hospital employees have exchanged 28,808 communications expressing courteous interpersonal behaviors, ranging from appreciation and recognition to specific feedback.

A new study published in NEJM Catalyst Innovations in Care Delivery led by Kathleen Lee, MD, an assistant professor of Clinical Emergency Medicine and director of Clinical Implementation in the Center, showed that this system was adopted by the vast majority of those within the Department of Emergency Medicine at the Hospital of the University of Pennsylvania (HUP) -- the first department it was fully integrated into.

"The status quo expectation in many settings in medicine is perfection without recognition, Medical errors can result in harsh consequences, while successes are not often not recognized to the same extent. This imbalance is thought to be a key contributor to clinician burnout," said Lee, who led the research with David Do, MD, an assistant professor of Clinical Neurology, and Ian Oppenheim, MD, a fellow at the Johns Hopkins School of Medicine, who helped to launch "High Five" while he was a resident at Penn Medicine.

Moving forward, the team involved with High Five hopes to expand it across the health system completely, especially with the installment of display monitors.

"We want to continue to partner with departments and groups to help further harness the workplace civility and positivity that High Five enables," Lee said.

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These healthcare marketing tips can help you connect with new and current patients during the holiday season.

The holidays are around the corner, which means now’s the time to try holiday-themed marketing campaigns that show the festive and personal side of your practice.

It’s important to create timely content to bring more patients to your practice or keep you top-of-mind as your patient's book appointments in the new year.

Holiday marketing for doctors can be as simple as putting a seasonal touch on some tried-and-true marketing strategies. Check this list of ideas once — or twice! — to help you create fun, attention-getting holiday healthcare marketing campaigns this season.

Holiday marketing for doctors:

Film a holiday video

When it comes to digital content, consumers can’t get enough of video.

According to HubSpot, 54 percent of people want to see more video content from businesses. Videos allow you to showcase your personality, and the holidays are a great time to send your patients a warm, heartfelt message. Just set up a digital camera or use your mobile phone.

Video marketing is great holiday marketing for doctors because it helps build your relationships with patients, and can also bring more patients through the door.

Hold a social media photo contest

Healthcare social media is one of the easiest places to foster an authentic connection with your patients, and people love a chance to win something. Invite people to share a holiday-themed photo related to your specialty.

For example, if you’re a dentist, host a photo contest for good dental hygiene habits with a holiday spin. Make sure the rules for entering the contest are made clear:

Let people know when entries will close.

Designate a hashtag so you can keep track of entries.

Note that people must have a public profile and be following your account to win.

Host a holiday Q&A

People have health-related questions year-round and aren’t shy about going online to look for answers. In fact, 74.6 percent of people have looked online to find out about a doctor, a dentist, or medical care, according to PatientPop.

Because the holidays can be a particularly hectic time for many people — from dealing with flu season to seasonal food choices to increased travel — this is a great time to give patients the opportunity to ask you timely questions by hosting a Q&A on your healthcare social media channels.

You can use Facebook Live or Instagram Live to answer questions on the spot or use Instagram Stories for a more curated experience.

Invite patients to submit New Year’s resolutions

The end of the year can be a reflective time, and people are more likely to be thinking about improving their health habits.

As a trusted source and invested party in your patients’ health, invite your patients to share their resolutions with you via social media or even an email campaign. Start the conversation by sharing your own resolutions.

Write holiday-related blog posts

Use the holidays as inspiration for your blog. Creating timely content makes your blog more relevant to patients. It also increases the likelihood that your blogs will be shared, which may help you get on new patients’ radar.

You can blog about any number of topics depending on your practice location or specialty. For example, if you’re a dermatologist, you can offer skincare tips for colder weather.

Send a holiday marketing email

Nearly six in 10 people say they prefer email communications from brands above any other channel, including text, phone, and social media.

Send healthcare marketing emails to your patients this season that:

Offer tips for staying healthy through the holidays

Contain a “Happy Holidays!” message

Share healthy holiday recipes

Remind people to book an appointment before the end of the year

Send patients a holiday greeting card

The holidays are a popular time for old-fashioned greeting cards. Design a holiday card featuring you and your practice staff and a heartfelt message.

Including a thoughtful note can strengthen your relationship with your patients, and they’ll receive a nice surprise when they open their mail. Let them know you are happy to be taking care of them.

Spread some seasonal cheer by implementing some of the tips on this guide to holiday marketing for doctors. You’ll stand out among healthcare or dental practices and can help mitigate against a slower season.

Healthcare social media marketing has evolved significantly over the past decade.

Gone are the days of social media managers posting the same or similar content across one, two, or three social media profiles and calling it a day.

Given the importance of social media in healthcare, the team at Convince & Convert wanted to identify common trends across social media marketing from the top U.S. hospitals.

Our New Healthcare Social Media Research

Convince & Convert reviewed all Facebook, Instagram, Twitter, Pinterest and YouTube public posts from January 1 – March 31, 2019, by 54 of the top U.S. hospitals, as determined by bed count and the 2018–19 Best Hospitals Honor Roll.

We used Rival IQ for content aggregation and in-depth competitive analysis of all 54 hospitals’ social media efforts. We gathered insights into how hospitals use private messaging by directly interacting with hospital Facebook pages through Messenger.

We also ranked the Top 20 Hospitals in Social Media based on a ranking score that includes Audience Size, Engagement, Engagement Rate Per Post and Total Posts.

The 4 Best Practices for Healthcare Social Media Marketing in 2020

Here are the 4 best practices of healthcare social media marketing that will help you set your strategy in the right direction this upcoming year.

1. Diversify Your Channel Mix Beyond Facebook and Twitter

Our research found that hospitals post on Instagram less than once every two days, but publish to Twitter and Facebook at least twice per day on each channel. Based on posting frequency, Instagram and YouTube are as secondary channels, despite these audiences being more engaged.

2. Vary Your Content Mix to Optimize Audience Actions

More than half of the best-performing posts included photos of people. Twenty-seven of the best 50 posts clearly showed the faces of people or babies.

In addition, curated content links have higher engagement: 35% of links shared by hospitals are curated, meaning they are not from the hospital’s own domain. Posts with curated links earned an average of 0.033% engagement per post, while links originating from the hospital’s own domain generated half as much engagement, at 0.015%.

3. Boost Top Performing Posts Organic Posts

While engagement is trending down across social media as a whole, brands are circumventing declining organic reach by spending money to ensure their content is getting seen.

In fact, 5.5% of all hospital Facebook posts we analyzed are signaled as “likely-boosted”, according to Rival IQ. Of those likely-boosted Facebook posts, the engagement rate per post was 177% higher than the non-boosted posts.

4. Connect with Niche Communities

While Facebook Brand Pages continue to be used by patients and hospitals, some hospitals are beginning to leverage Facebook Groups and Messenger to create deeper connections with audiences.

In fact, 30% of the top U.S. hospitals are making Groups part of their Facebook strategy. Twelve of the 54 hospitals (22%) are currently or have recently used Groups as part of their Facebook outreach.

Social media marketing is the present and the future is returning to a one-on-one approach of engaging with audiences directly, be it in a private message or in response to a recommendation. Users are eschewing the spotlight in favor of smaller, niche communities where their presence is valued and they are not just a number.

Over the past couple of days, the hashtag #PatientsAreNotFaking has been trending on Twitter. “Not faking” belief that our current healthcare system is somehow working well? Nah, no one should really believe that.

No, instead, the hashtag is actually the start of a sentence that was meant to conclude with, “their symptoms and medical problems,” or something similar to this phrase. Yes, many patients around the country have encountered doctors and other healthcare professionals who have either ignored or discounted their symptoms that in many cases turned out to be signs of serious underlying medical conditions.

For example, movie and television star Selma Blair suffered “not being taken seriously by doctors” for years before finally being diagnosed with MS. And Blair is a well-known celebrity. Imagine what those who feel ignored in general and don’t have resources have to suffer.

Such delays in diagnosis can not only prolong suffering and confusion but also put patients at serious risk for missing treatment opportunities.

These were just some of the heart-wrenching stories that emerged from the hashtag.

Sure, walking into the emergency room with your arm falling off may typically get attention. But studies have shown that many doctors and other healthcare professionals aren’t doing great jobs at listening to people. For example, a study that I covered before for Forbes showed how doctors on average interrupt patients after only 11 seconds. That’s barely enough time to release and recover from an extended fart let alone listen to a patient’s complaints thoughtfully.

Certainly, some doctors and health professionals are naturally too quick to judge patients, relying on stereotypes and pre-conceived notions.

For example, I once heard a doctor claim that a young Asian American patient was probably tired because he was studying too much, without knowing much about the patient. The doctor was not Asian American and to my knowledge still isn’t. It turned out that the patient had a thyroid condition and really didn’t study very much.

Stereotypes, sexism, racism, ageism, body type-ism, and other -isms can prevent people especially women, racial and ethnic minorities, those of various sexual orientations, and those of certain body types (e.g., those with obesity) from having their concerns being taken seriously.

Certainly, some patients may be exaggerating symptoms or even faking them. Indeed, there are reasons why certain patients may do this such as to get attention or to get healthcare professionals to do something. If you have worked in healthcare long enough, you will encounter such patients.

Nonetheless, as the response to the #PatientsAreNotFaking demonstrated, there are many, many, many, many more patients who do not fake or exaggerate their symptoms but rightfully feel ignored. In fact, you’d expect the vast, vast majority of patients to not be faking or exaggerating anything.

After all, why would they take time out of their busy schedules to see a doctor in a clinic, a hospital, or an emergency room, places that are neither “fun” nor free places to be?

Monitoring social media websites like Twitter could help health officials and providers identify in real time severe medical outbreaks, allowing them to more efficiently direct resources and curb the spread of disease, according to a San Diego State University studypublished last month in the Journal of Medical Internet Research,Medical News Today reports.

Study Details

For the study, lead researcher and San Diego State University geography professor Ming-Hsiang Tsou and his team used a program to monitor tweets that originated within a 17-mile radius of 11 cities. The program recorded details of tweets containing the words "flu" or "influenza," including:

Origin;

Username;

Whether the tweet was an original or a retweet; and

Any links to websites in the tweet.

Researchers then compared their findings with regional data based on CDC's definition of influenza-like illness.

The program recorded data on 161,821 tweets that included the word "flu" and 6,174 tweets that included the word "influenza" between June 2012 and the beginning of December 2012.

According to the study, nine of the 11 cities exhibited a statistically significant correlation between an uptick in the number of tweets mentioning the keywords and regional outbreak reports. In five of the cities -- Denver, Fort Worth, Jacksonville, San Diego and Seattle -- the algorithm noted the outbreaks sooner than regional reports.

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Dr. Rose Marie Leslie is hoping to reach teens with a message about the dangers of e-cigarettes. So she’s started posting regularly on TikTok, the popular short video app, and has collected a large following.

Leslie, who goes by @DrLeslie and is a family medicine doctor at the University of Minnesota Medical School, has amassed more than 300,000 followers on the platform in recent months. Most of her TikTok videos offer insights on health issues that impact teens, ranging from how to talk to doctors about birth control to why it’s a bad idea for a group of friends to share a lollipop.

She’s best known for getting real about vaping and vaping-related illness. The issue is more urgent than ever for many parents, with surveys showing that vape use at an all-time high among teens amid an outbreak of a life-threatening vaping illness.

Part of the problem, according to medical experts, is the teens aren’t aware of the risks because public health organizations aren’t communicating with them on the platforms they use.

That’s where Leslie comes in.

Leslie doesn’t talk down to the viewer, but instead shows side-by-side images of a vaping-related lung injury and a normal lung biopsy, and discusses the root causes.

In one video, she shows her followers what vaping lung illness really looks like under a microscope. “That is terrifying,” she says in the video.

Leslie says she gets a lot of messages from teens who have stopped vaping because they watched one of her videos.

“I expected it as a primary-care doctor who’s often talking to teens about the health risks associated with something like vaping that’s perceived as cool,” she said.

Greater engagement on TikTok than other platforms

Leslie is just one of the doctors who have recently started popping up on TikTok. Far more physicians are on Twitter and Instagram, which are more popular with older generations.

But those who have taken the TikToK plunge say they are experiencing far greater engagement on content there than on other social media platforms.

Jefferson Health’s Dr. Austin Chiang, one of the most active physicians on social media, recently joined TikTok after reading about how it’s taking off.

Chiang uses TikTok primarily as a platform to talk to other young doctors about issues that matter to them, like the cost of medical education or the sacrifice of giving up their 20s to spend nights and weekends in the hospital.

Chiang says he already sees the most engagement on TikTok, which is used by more than 700 million people daily, according to its owner ByteDance.

Chiang and Leslie are also using TikTok to combat health misinformation.

“I’ve heard the criticism that doctors and other medical professionals on social media are somehow less credible, or won’t be taken as seriously by their peers,” said Sherry Pagoto, a behavioral scientist and professor at the Department of Allied Health Sciences at the University of Connecticut. “But I think that school of thought is going to be a thing of the past.”

Pagoto notes that medical experts need to meet teens where they are, rather than sticking to the older methods of advertising on television or Facebook.

“It would be great for public health organizations to follow the lead of these medical professionals on TikTok,” she said.

For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter.

According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land.

Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services. Read on to learn why paid dental advertising is a good investment for your practice.

How dental ads are different from traditional marketing

1. You control where you rank.

On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results.

This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive.

2. The results are immediate.

Online advertising for dental practices is the perfect complement to search engine optimization (SEO). When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site.

3. You can reach your ideal customer.

Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads.

You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals.

4. Place dentist ads on the highest value keywords.

One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care.

For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet. However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests.

5. Payment is tied to results.

Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad.

A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment. Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies.

6. The return on investment is highly measurable.

With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called.

You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment.

7. It’s a consistent marketing investment for your practice.

Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business.

8. You can change your budget at any time.

Paid dental advertising is a flexible form of advertising. You can adjust your budget or start or stop your dental ads at any time.

Use online dental ads to serve your marketing needs on a budget and commitment that works best for your practice.